Pengaruh Citra Merek Dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Pengguna Sepeda Motor Honda (studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau)

Mulya, Giri Utami (2024) Pengaruh Citra Merek Dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Pengguna Sepeda Motor Honda (studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to find out whether Brand Image and Product Quality influence consumer satisfaction at the Faculty of Economics and Business, Riau Islamic University. The type of method used in this research is a correlational quantitative method. The subjects in this research are students from the Faculty of Economics and Business. The objects of this research are brand image and product quality. The population in this study was 3,290 students from the Faculty of Economics and Business with a sample of 98 students. Data collection techniques use questionnaires, observation and interviews. The data analysis techniques used to answer the hypothesis are multiple linear regression test, f test, t test and determination (R2). The results of this research show that (1) partial testing of brand image has a positive and significant influence and product quality variables have a positive and significant influence on consumer satisfaction for Honda motorbike users at the Faculty of Economics and Business, Riau Islamic University (2) simultaneous testing of image Brand and product quality together have a positive and significant effect on consumer satisfaction among Honda motorbike users at the Faculty of Economics and Business, Riau Islamic University. Meanwhile, the magnitude of the relationship between variables obtained a coefficient of determination (R2) of 0.772 or 77.2% and the remainder was influenced by other variables not included in this study.

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